| Acknowledgements | 第7-8页 |
| 摘要 | 第8-9页 |
| Abstract | 第9页 |
| Chapter One Introduction | 第13-29页 |
| 1.1. Background | 第13-16页 |
| 1.2. Current Status | 第16-22页 |
| 1.3. Research Implications | 第22-26页 |
| 1.3.1. Theoretical Implications | 第22-24页 |
| 1.3.2. Practical Implications | 第24-26页 |
| 1.4. Research Contents and Methods | 第26-29页 |
| 1.4.1. Research Contents | 第26-27页 |
| 1.4.2. Research Methods | 第27-29页 |
| Chapter Two Literature Review | 第29-47页 |
| 2.1. Literature Review | 第29-40页 |
| 2.2. Models/Concepts/Frameworks | 第40-45页 |
| 2.3. Application of the Relevant Models/Concepts/Frameworks | 第45-47页 |
| Chapter Three The Opportunity and Innovations | 第47-57页 |
| 3.1. Market Research | 第47-49页 |
| 3.1.1. The Gap | 第48-49页 |
| 3.2. Industry Analysis | 第49-52页 |
| 3.2.1. Current Competitive Situation + PESTEL | 第49-51页 |
| 3.2.2. Projected strategic moves by current players | 第51页 |
| 3.2.3. Changes brought to the competitiveness of the industry by the new venture | 第51-52页 |
| 3.3. Innovations Brought to the Industry by the New Venture | 第52-53页 |
| 3.3.1. Intellectual Property/Patents | 第52-53页 |
| 3.4. Strategy | 第53-55页 |
| 3.4.1. Sources of Differentiation and Competitive Advantage | 第54-55页 |
| 3.5. Ethics and Sustainability | 第55-57页 |
| Chapter Four The Company and Team | 第57-65页 |
| 4.1 Legal Structure | 第57-58页 |
| 4.2 Ownership | 第58-60页 |
| 4.3 The Advisory Board | 第60-61页 |
| 4.4 The Management Team | 第61-65页 |
| 4.4.1 Expected contributions by each team | 第62-63页 |
| 4.4.2 Expected Salary | 第63-65页 |
| Chapter Five Marketing Plan | 第65-77页 |
| 5.1 Identification of Customers | 第65页 |
| 5.2 Number of Potential Customers and Potential Sales Revenues | 第65-67页 |
| 5.3 Requirements of Various Customer Segments | 第67-70页 |
| 5.3.1 Importance of purchase convenience, rapid delivery, product customization, etc. for these segments | 第68-69页 |
| 5.3.2 Ways to effectively access each segment, distributors, a captive sales force, e-commerce, etc | 第69-70页 |
| 5.4 Appropriate Sales and Promotion Approaches | 第70-72页 |
| 5.5 Analysis of how purchase decisions are made, and how/if this behavior can bechanged | 第72-73页 |
| 5.6 Customer Price Sensitivity | 第73页 |
| 5.7 Cost of Acquiring and Retaining Customers | 第73-75页 |
| 5.8 Strengths and weaknesses of competitors and ways that competitors are likely to reactwhen the company enters the market | 第75-77页 |
| Chapter Six Operating and Financial Plans | 第77-105页 |
| 6.1 Conversion of inputs into outputs that customer value | 第77-86页 |
| 6.1.1 Supplier Relationships | 第78-83页 |
| 6.1.2 Inventory Required | 第83-84页 |
| 6.1.3 Manufacturing/Service Provision | 第84-86页 |
| 6.1.4 In-house/Outsourced Operations | 第86页 |
| 6.2 Financial Plan | 第86-100页 |
| 6.2.1 Cost Calculations | 第87-93页 |
| 6.2.2 Projected Break Even Point | 第93-96页 |
| 6.2.3 Projected Cash Flows | 第96-97页 |
| 6.2.4 Analysis of Risk / Present Value / IRR | 第97-99页 |
| 6.2.5 Analysis of possible scenarios and probability of occurrence | 第99-100页 |
| 6.3 Contingency Plans (Linked to Scenarios in 6.2.5) | 第100-105页 |
| 6.3.1 Triggers/Thresholds to Change Courses | 第103-105页 |
| Chapter Seven Conclusions | 第105-108页 |
| 7.1 Main Research Conclusions | 第105-106页 |
| 7.2 Limitations and Future Research Directions | 第106-108页 |
| References | 第108-115页 |
| Appendix | 第115-146页 |
